In September 2024, USANA BabyCare executives were busy. In 8 days and 5 cities, USANA's Global Vice President and General Manager of China, Mr. Wang Sheng, USANA's Chief Commercial Officer Brent Neidig, and USANA's team of scientists, Director of Health and Science Education, Kenny Tan, joined USANA's BabyCare distributors to practice "Healthy China."
USANA's Executive Team works with distributors to practice Healthy China.
At the 2024 USANA BabyCare China Executive Meeting, USANA BabyCare promoted the upgrade of the Healthy Family strategy and released three commitments, three upgrades, and three hopes, opening a new chapter in development. Among them, the three adherence refers to sticking to the vision, sticking to the dealer first, and sticking to innovation; The three upgrades refer to the upgrading of customer experience, the upgrading of partner business, and the upgrading of brand empowerment; The three hopes refer to "I am healthy", "I can make others healthy", and "I am on the road to spreading health".
This upgrade comes as no surprise to USANA, as it is the cornerstone of their continued growth in recent years and a strategic move for the future.
1. Firm direct selling
USANA BabyCare has maintained a steady growth over the past few years, and the biggest reason for USANA's Chief Commercial Officer, Huaiyu Nie, is that "we are very firm in our hearts about our destinations." This firmness is reflected in the fact that we will not be affected by the so-called outlets in the society, will not be affected by the external environment, and will not blindly follow some so-called hot trends in the society. ”
Nie Huaiyu, USANA's Chief Commercial Officer, explained his strategy for deepening localization in China.
USANA's destination is to fulfill the company's mission and vision, USANA's vision to be the healthiest family in the world, and its mission to help more people take charge of their lives.
With this goal in mind, how can USANA help you take charge of your life? According to Nie, USANA Baby Care offers two things: the first is a high-quality nutritional product, and the second is a good business opportunity. Through these two points, USANA BabyCare has developed a robust dealer system. That's why USANA BabyCare has made "Dealer First" a corporate strategy, as a very strong dealer and very strong partnerships have been the main factors that have been essential to USANA's steady growth over the past few years.
In Nie's view, USANA, as a publicly traded company, has the responsibility to prepare and disclose its financial results on a quarterly basis, which requires the company to transparently present its financial position to the public. For many listed companies, this requirement undoubtedly brings a lot of pressure, because the real operating figures need to be made public every quarter. This pressure sometimes drives some companies to blindly follow venture capital, seize various opportunities, and even change the original direction of development in order to make quick profits in pursuit of bright financial results.
However, USANA is not swayed by this short-term benefit. Nie Huaiyu said frankly: "We have always focused our main energy and resources on supporting our dealer partners. We believe that if the company's focus changes frequently, it will be difficult to earn the trust and loyalty of its dealers. Therefore, in the long-term strategic planning, we always adhere to the principle of 'dealer first', which is also the core value that I have repeatedly emphasized. We are committed to building a strong relationship with our distributors to drive the steady development of our business. ”
Behind the strong dealer partnership is USANA BabyCare continues to deliver high-quality products. Nie Huaiyu said that when dealers themselves use and experience the excellent effect of the product, they will naturally become the disseminator and promoter of the product. This word-of-mouth communication based on product quality has earned USANA BabyCare widespread market recognition and trust, and has also provided a solid foundation for the company's steady growth.
2. Deep cultivation in China
USANA has a strong track record since entering the Chinese market, which now accounts for half of USANA's global performance. USANA has also repeatedly emphasized the priority of the Chinese market and deepened its localization strategy as it continues to grow.
According to Nie, it is no accident that USANA has maintained a growth trend since 2010 when it entered China and has maintained a growth trend for the next 15 years, accounting for about 50% of global revenue today, because USANA has always focused on localization of the Chinese market in its decision-making and development process.
Nie Huaiyu himself has a deep personal affection for China. He learned Chinese about 20 years ago and has been to China more than 30 times. Therefore, he believes that the first element of a localization strategy is "people". "We believe that it is necessary to be managed by talents who understand the local Chinese market in order to maintain the stability of China's localization strategy." For example, Mr. Wang, USANA's global vice president and general manager of China, has "three hundred percent" of his professional experience, the first is 100 percent work experience in a direct selling company, the second is 100 percent work experience in a U.S. company, and the third is 100 percent local management experience in China.
USANA's second localization strategy is its products. According to Nie, USANA products have long been manufactured in United States factories and shipped to markets around the world. However, it was found that there were some things that needed to be improved, such as the different tastes of the Chinese market, and their expectations and expectations for the product were also different from those of Westerners, so USANA gradually hired more Chinese scientists to participate in the development and manufacturing of products in the local Chinese market, and increased the construction and innovation of Chinese factories.
USANA BabyCare has partnered with the Research Center for Food and Drug Industry Development and Regulation of the Chinese Academy of Social Sciences to release the "Demand Upgrading in Food Consumption: Observations on Food Consumption and Industry Development Based on Health Needs" health care green paper.
USANA's third localization strategy focuses on the use and development of IT tools. Nie Huaiyu said that the shopping habits of Westerners are more willing to browse, place orders and make transactions on websites, which is completely different from the shopping habits of people in the Chinese market. The shopping logic of people in the Chinese market is based on the app, not the PC. Because of the different underlying logic, USANA's IT team has made a lot of efforts to localize and update many tools and apps that are close to the shopping experience. "We only provide unique IT tools for the Chinese market, because we are willing to invest more resources in them, and I want to continue to provide more local experiences for the Chinese market in terms of technology and IT tools in the future."
3. Innovation and differentiation
Deeply rooted in the Chinese market, USANA Baby Care chooses to resonate with the background of the "Healthy China" strategy, starting with the Healthy Family Strategy.
In the past two years, USANA BabyCare has held more than 300 Healthy China Tours in more than 100 cities across the country. trained 21,000 USANA BabyCare Public Dietitians and 5,000 Maternal and Child Health Education Instructors; More than 5,000 outstanding dealers have followed the company to participate in the "most beautiful university" study.
Wang Sheng, USANA's global vice president and general manager of China, explains the healthy family strategy and the prospects of the big health industry.
"USANA's Healthy Family Strategy has been very successful so far, and we hope that we will be able to help the whole society promote the Healthy China strategy faster and better, and at the same time make USANA synonymous with the healthiest family in the world," said Sheng Wang, vice president and general manager of USANA China. ”
At the same time, Wang Sheng is also full of confidence in the broad opportunities and development prospects of China's big health industry. "The big health track is here, the market scale is here, and the opportunity is here, how can we catch this express train and seize this opportunity?" Wang Sheng said that USANA BabyCare has continued to invest in research and development, especially starting with the real needs of Chinese, and has been working closely with Beijing University of Chinese Medicine for three years. With the R&D results, it will be translated into real scenarios, produced in China, enriched product stories, and adhered to the dealer channel, not going through various other popular tracks, and sharing the products through USANA BabyCare dealers, so that the products can reach thousands of households.
In terms of product differentiation and innovation, Wang Sheng also explained the advantages of USANA BabyCare Baby: "The big health industry has a market size of 16 trillion yuan, how can USANA BabyCare find segmentation and differentiation in the red ocean market, and find our blue ocean?" ”
Wang gave examples of children's needs and preferences for healthy products in the maternal and infant track, and said that USANA BabyCare will develop relevant dosage forms, nutrients, preferences, and suitable categories for children in the future. In addition, USANA BabyCare will also develop more product types and packaging suitable for families, business trips, and other scenarios according to the needs of the scene, as well as more beautiful and interesting products, to meet the personalized needs of different groups of people and achieve "precision nutrition". In the next year, USANA Baby Care will further focus on the weight management segment and continue to focus on it.
"In short, it is necessary to jump out of the original competition and strategy and enter a new blue ocean that adapts to the modern economic environment and the needs of consumer groups. Only in this way can we be competitive, and we have been working hard. Wang Sheng continues to be optimistic about the future of USANA BabyCare because "such a large market size and China's demographic changes make the future of the big health industry limitless."
Author|Chen Jie
Source: Knowledge Economy